May 2022

VOlUME 05 ISSUE 05 MAY 2022
Gender Identity Construction in TV Adverts: A Multimodal Discourse Analysis
1Md. Mahfuj Hassan Bhuiyan, 2Ramisa Rahman
1Lecturer, Department of English Uttara University, Uttara Sector -04, Road-16 Dhaka, Bangladesh
2Teacher & English Subject In-charge of DPS STS School. Uttara Sector -06, Road- 13 Dhaka, Bangladesh
DOI : https://doi.org/10.47191/ijsshr/v5-i5-12

Google Scholar Download Pdf
ABSTRACT

This paper aims to understand and analyze the politics of gender identity construction in TV adverts; i.e. how different approaches are being used in order to portray and construct gender role, which eventually shape gender identity. Incorporating Stuart Hall’s representation theory, Simon de Beauvoir’s Second Sex, and different CDA tools -- this paper evaluates and dissects different TV ads, telecasted in Bangladeshi main stream media, to foreground how these TV ads shape as well as construct gender identity, and questions the “realistic representation” of man and woman in the TV adverts. Furthermore, it also re-excavates the manifestation of the repetitive representation of the gender role, and, in consequence of the depiction, how the viewers construct, deconstruct and reconstruct their gender identities based on the TV advertisements without even realizing it.

KEYWORDS:

Gender Identity, Gender Role, Othering, Implicatures, Fallacy, Representation.

REFERENCES

1) Alexander, S. M. (2003). Stylish hard bodies: Branded masculinity in Men's Health magazine. Sociological perspectives, 46(4), 535-554.

2) Bartsch, R.A., Burnett, T., Diller, T.R. et al. Gender Representation in Television Commercials: Updating an Update. Sex Roles 43, 735–743 (2000). https://doi.org/10.1023/A:1007112826569.

3) Currie, D. H. (1997). Decoding femininity: Advertisements and their teenage readers. Gender & Society, 11(4), 453-477.

4) Grau, Stacy Landreth, and Yorgos C. Zotos. "Gender Stereotypes In Advertising: A Review Of Current Research". International Journal Of Advertising, vol 35, no. 5, 2016, pp. 761-770. Informa UK Limited, doi:10.1080/02650487.2016.1203556.

5) Hall, Stuart et al. Representation. Sage Publications, 2013.

6) Haque, M. (2008). Critical Discourse Analysis and the Rational Faculty.

7) Haque, M. S., & Chandran, S. K. D. (2004). Discourse of gender: Conflicting ideologies vs. social policies.

8) Haq, A. R. N. (2011). Stereotyping of women as a domestic being in Bangladeshi television commercials: A critical study of discourse (Doctoral dissertation, East West University).

9) Retrieved,26,April2022,from https://www.banglashoppers.com/media/wysiwyg/products/8941100657195/img/header-2.jpg

10) Slachmuijlder, Lena. "Gender Representations In Advertising: No Time For Change?". Agenda, no. 44, 2000, p. 97. JSTOR, doi:10.2307/4066440. Uberty.Org,2020 https://uberty.org/wp content/uploads/2015/09/1949_simone-de-beauvoir-the-second-sex.pdf.

11) TVC, G. (2022). Retrieved 26 April 2022, from https://youtu.be/OG5lFTIHFc8

12) Woolf, V. (1942). Professions for women. The Death of the Moth and other Essays, 235-42.

VOlUME 05 ISSUE 05 MAY 2022

Indexed In

Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar